Mastering Strategic Sales and Negotiation

📋 Course Outline

1. Sales channels in B2B and B2C
2. Contract renewals and retention
3. Customer ecosystem and influence map
4. Influence players and action priorities
5. Battle cards and competitive approaches
6. Competitive approach case study
7. Buyer categories and purchasing psychology
8. SPIN discovery and customer pain
9. Proposal design and pricing tactics
10. Presentation and communication skills
11. Negotiation strategy and cultural styles

📖 1. Sales channels in B2B and B2C

🔑 Key Concepts & Definitions

• Sales channels: Sales channels are the routes a company uses to reach customers and deliver products or services.
• Direct sales: Direct sales happen without intermediaries between the seller and the customer.
• Indirect sales: Indirect sales use intermediaries such as supermarkets, distributors, or partners to reach end customers.

📝 Essential Points

• In B2C, channel choice depends on marketing positioning, price, and product complexity.
• Low-margin, low-differentiation mass-market products fit cost-effective channels like supermarkets, mail order, Internet, or telesales.
• High-image products with high margins are often sold via internet, directly-operated stores, or specialist outlets.
• In B2B, channel choice depends on price level, sale complexity (advice needs), and customer type, and high competition creates price pressure.
• B2B also uses multi-channel, including indirect channels such as partners in IT services.